The world’s entertainment, sports, and digital media leaders gathered in Riyadh for Joy Forum 2025, turning the Saudi capital into the epicenter of global creative transformation. The two-day event highlighted how technology, storytelling, and artificial intelligence (AI) are redefining entertainment worldwide — and showcased Saudi Arabia’s emergence as a creative powerhouse.
From groundbreaking discussions on sports broadcasting and entertainment cities to reflections by Bollywood superstars, the forum offered a panoramic view of how the industry is entering a new era driven by innovation and cultural exchange.
A high-profile panel titled “Global Platforms in the New Age” featured top executives — Mike Sneesby (NBC), Shay Segev (DAZN Group), Gabe Spitzer (Netflix), and Phil Marshall (Sky Sports) — in a conversation moderated by Piers Morgan.
The speakers examined how digital streaming is transforming sports broadcasting from passive viewing to immersive participation.
Netflix’s Gabe Spitzer explained how sports documentaries such as Drive to Survive and Beckham humanize athletes and build lasting fan loyalty. DAZN’s Segev compared the evolution of sports media to the disruption caused by Spotify and Netflix, while NBC’s Sneesby predicted that platforms combining storytelling with interactivity will dominate the next decade.
Marshall of Sky Sports noted that the network’s always-on digital ecosystem has eliminated the concept of an “off-season,” while Morgan praised His Excellency Turki Alalshikh’s direct engagement with global audiences as a model of real-time leadership communication.
All agreed that Saudi Arabia is emerging as one of the fastest-growing global markets for sports and entertainment innovation.
In another session, “From Factory to Imagination: The Future of Entertainment Cities,” Abdullah Al-Dawood of Qiddiya Investment Company unveiled how Qiddiya is redefining entertainment tourism by blending creativity, technology, and lifestyle.
He revealed that Dragon Ball will be transformed into the world’s first real-world immersive experience at Qiddiya, alongside partnerships with global brands like Mercedes-AMG.
Panelists Scott Ross (SeaWorld), Brian Machamer (Six Flags Qiddiya), and Alexander Bouché (MackOne) praised the Kingdom’s vision, calling Qiddiya a landmark in experiential entertainment.
Al-Dawood said, “We are moving from landmark-based attractions to experience-based destinations. Qiddiya is where imagination becomes a lifestyle.”
In a landmark cultural moment, Shah Rukh Khan, Salman Khan, and Aamir Khan shared the stage together for the first time in a decade during the session “East to West: The Global Rise of Bollywood.”
Moderated by Razane Jammal, the trio reflected on Bollywood’s global influence and its evolution into a truly international cinema.
Shah Rukh Khan said, “People create the star — we just tell stories honestly.” Aamir Khan noted that storytelling remains the universal bridge between cultures, while Salman Khan emphasized that emotional connection keeps Indian cinema relevant across continents.
The three stars thanked Saudi Arabia for its hospitality and its growing contribution to global film culture.
A forward-looking session titled “Skill… Talent… Culture… and Technology” brought together creators such as Tim Sale, Stefan Saunders, Dr. Essam Bukhari (Manga Productions), and Kevin Loewen (ARRI).
They discussed how innovation is redefining creativity, with Dr. Bukhari highlighting that entertainment now plays a vital social role — reducing global anxiety rates by nearly 25%.
Loewen said ARRI’s expansion into Saudi Arabia reflects confidence in the country’s creative ecosystem. “Innovation is survival,” he noted, calling the Kingdom a rising hub for global entertainment production.
In a session titled “Artists’ Rights & Royalties in the AI Era,” Lilia Parsa (Capitol Records), Alfonso Perez Soto (Warner Music Group), and Salem Al Hendi (Rotana) discussed the ethical and legal challenges of AI-generated content.
Parsa stressed that technology should empower creativity, not replace it, while Perez Soto demonstrated a live AI-generated song to highlight emerging copyright challenges. Al Hendi urged the creation of stricter regulations to protect artistic value and originality.
Closing the forum, Engineer Faisal Bafarat, CEO of the General Entertainment Authority, announced that Joy Forum will return next year with even greater international participation.
He said the Kingdom is determined to “lead the next global wave of creative and digital transformation.”
